My last post provided the first part of an interview with Debbie Bookstaber, a leading parent blogger and publisher of Mamanista. Bookstaber has worked extensively in the toy industry, with associations, toy companies, and brands. Following is more valuable insight from this leading blogger and social media expert on what to expect from bloggers and how to work with them more effectively. Connect with her on Twitter at @buzzmommy. To view part one, visit http://bit.ly/ZdlM5w. [Read more...]

The number of bloggers attending Toy Fair has dramatically increased over the past five years. However, from the numerous conversations I’ve had with industry colleagues and bloggers alike, there is significant confusion about the most effective means of working together.

To clarify these misconceptions, I interviewed Debbie Bookstaber, a leading parent blogger and the publisher of Mamanista, who was recently named one of the “25 Parent Bloggers Who Are Changing The World” by Babble.com. A thought leader in the social space, Bookstaber has spoken at many blogger conferences, including SXSW, BlogHer, Type-A Parent, Springboard, and Affiliate Summit. She has worked extensively in the toy industry with associations, toy companies and brands. Connect with Debbie on Twitter at @buzzmommy. [Read more...]

In addition to the hoards of journalists from traditional media channels covering Toy Fair, exhibitors should also consider outreach to bloggers (specifically, mom bloggers who write product reviews) and toy industry experts who cover the annual event. Both influential in their own right, the clout these individuals carry can be particularly valuable to small and mid-sized toy companies, driving brand awareness, social media prominence, and, ultimately, sales.

Getting your toy featured on the right product review blog is a marvelous way to generate grassroots buzz for your product. According to a recent study conducted by Child’s Play Communications and the NPD Group, 79 percent of all American moms with children under the age of 18 are active in social media. Of that number, about one in four have made purchasing decisions as a result of a social media recommendation; more than half (55 percent) said they made their purchase because of a recommendation from a personal review blog

To reach moms where they “live,” it is essential that toy and youth entertainment companies have a strong presence among mom bloggers. To clarify, a mom blogger is a mother, generally with young preschool-aged children, who blogs on a regular basis. Many of the mom bloggers we work with at Child’s Play turned to blogging as an outlet following earlier careers as journalists, writers, and marketers. Some were involved in other aspects of business, and many are moms looking to express themselves while connecting with other moms to share experiences and life lessons. These women are smart, dedicated, and energetic.

New Products

Marvel’s Ant-Man is still going strong in theaters, and so is Disney Consumer Products’ (DCP) and Marvel‘s Ant-Man product collection. The lineup includes costumes, construction sets, action figures, and more from licensees such as Hasbro, LEGO, Funko, Hot Wheels, Rubie’s Costume Co., and Uncle Milton.

Skechers USA Inc. has partnered with Jakks Pacific Inc. to launch a new line of dolls based on Skechers’ popular Twinkle Toes character. The initial launch includes four unique dolls that stand 6.5 inches in height, and are dressed in colorful, fashion-forward outfits and light-up Skechers Twinkle Toes shoes.

LeapFrog Enterprises Inc. will release three new preschool toys—the Number Lovin’ Oven and Scout’s Build & Discover Tool Set, which offer pretend play experiences that teach math and measurement, respectively—and the Word Whammer, a phonics game that prepares children for kindergarten in an active way.

Now available from VTech, Flipsies combine traditional role play with collectible dolls and accessories, as well as VTech’s proprietary MagicPoint interactive technology. The line offers a variety of ways to play and has eight introductory themes that encourage girls to be anything they want to be, whether it’s a doctor, a marine biologist, a teacher, [...]

Merchantwise, ITV Studios Global Entertainment’s appointed licensing agency in Australia, has announced strong toy and DVD sales, as well as a host of new licensing and retail partners, for the TV series Thunderbirds Are Go in Australia.